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18
Western & English Today
SPRING 2018
18
Western & English Today
SPRING 2018
G
ood news, retailers: Sales are predicted to
climb in 2018. e National Retail Fed-
eration predicts retail sales in 2018 to in-
crease by 3.8 to 4.4 percent from 2017. While that's
positive news, there is a caveat: Of that overall
growth, a 10 percent to 12 percent increase is pre-
dicted specifi cally for online sales.
It's a topic at the forefront of this industry. Identifying the growing number of
online shoppers versus the number of in-store shoppers is a quest faced by West-
ern retailers across the country. In its 2017 Retail Trends Report, Strategy& (Price-
waterhouseCoopers' strategy consulting group) states the following: "Although
overall retail sales performance is quite strong, during the last several years es-
sentially all of the infl ation-adjusted gains in retailer revenue have been driven by
online channels, which enjoy growth rates as much as seven percent higher than
retail sector growth as a whole."
While there's no denying the conveniences of shopping online, and although
there is a consensus across the industry to blend technology and online sales with
traditional forms, there is also still plenty to consider when it comes to shopping
face to face.
e question, then, is how can brick-and-mortar retail stores — still a strong-
hold in the Western retail market — not just complement, but compete, with the
vast online-shopping terrain? Here are some tips and tactics on how to make the
most of the in-store shopping experience.
How to maintain foot
traffic with online sales
on the rise.
By Lindsay Whelchel
IN-STORE INCENTIVES